Launched in 2005, the first women's and men's collection for Dianna, annhagen instantly became a hit with the media and buyers. This collection established Dianna as one of the rising stars of fashion in the eyes of international press and public. "One of the most important aspects for me when I work is exploring the duality in a persons expression. It can be between the masculine and feminine, or the active and passive elements to a person. I have always focused on the person, not the what he/she wears when I design. For me, it's not the clothes that are interesting, it's the person. The clothes are just an amplifier."